Brand Management
Subject MKTG20006 (2011)
Note: This is an archived Handbook entry from 2011.
| Credit Points: | 12.50 | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Level: | 2 (Undergraduate) | ||||||||||||||||||||||||
| Dates & Locations: | This subject has the following teaching availabilities in 2011: January, Parkville - Taught on campus.
Semester 1, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here. | ||||||||||||||||||||||||
| Time Commitment: | Contact Hours: Two 2-hour lectures and a 2-hour tutorial per week (Summer); One 2-hour lecture and a 1-hour tutorial per week (Semester 1) Total Time Commitment: (S) 6 hours per week plus a minimum of 12 hours per week in self directed study;(S1) 3 hours per week plus a minimum of 6 hours per week in self directed study | ||||||||||||||||||||||||
| Prerequisites: |
MKTG10001 Principles of Marketing OR 325-211 Principles of Marketing
| ||||||||||||||||||||||||
| Corequisites: | |||||||||||||||||||||||||
| Recommended Background Knowledge: | Please refer to Prerequisites and Corequisites. | ||||||||||||||||||||||||
| Non Allowed Subjects: | Students may not gain credit for both 325-307 Product and Brand Management and MKTG20006 Brand Management. | ||||||||||||||||||||||||
| Core Participation Requirements: |
For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry. The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/ |
Coordinator
Dr Anish Nagpal, Dr Brent CokerContact
Summer: bcoker@unimelb.edu.au
Semester 1: anagpal@unimelb.edu.au
| Subject Overview: | This subject develops students’ knowledge of major theories and current research in branding and managing products. It addresses building and measuring brand equity and aims to improve brand-related decisions. Specific topics include brand equity, brand positioning, brand marketing programs and measuring brand performance. |
|---|---|
| Objectives: | After completing this subject, you should be able to: • Explain the importance of brand management for modern firms. • Discuss the key theoretical concepts relevant to brand management issues. • Synthesise the basic principles for brand management with new rules (e.g., consumers' role in co-creating brand meanings). • Critically analyse complex brand management issues and provide theoretically sound and practically feasible solutions. |
| Assessment: | A 2 hour end-of-semester examination (60%) and assignment(s) totalling not more than 4000 words (40%) |
| Prescribed Texts: | You will be advised of prescribed texts by your lecturer. |
| Breadth Options: | This subject potentially can be taken as a breadth subject component for the following courses:
You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects. |
| Fees Information: | Subject EFTSL, Level, Discipline & Census Date |
| Generic Skills: |
In this subject you will have the opportunity to develop important generic skills. Specifically, you will learn to: |
| Notes: |
Students may not gain credit for both 325-307 Product and Brand Management and MKTG20006 Brand Management. |
| Related Breadth Track(s): |
Marketing Communications and Branding |
Download PDF version.